I-COM worldmeasurementnews

WOMMA's Steve Hershberger joins I-COM Programme Board Global Summit

 Geneva & Carol Stream IL, October 27, 2011. I-COM is pleased to announce WOMMA’s appointment of Steve Hershberger [pictured] to the I-COM Programme Board Global Summit. Hershberger will be representing the Word of Mouth Marketing Association (WOMMA) alongside peers from 18 associations on this Board. More...

IAB Europe appoints Giuliano Stiglitz to I-COM Programme Board, Ibero-America

Geneva and Brussels, Sept 20, 2011. I-COM is pleased to announce the appointment by IAB Europe  of Giuliano Stiglitz [pictured] to the I-COM Programme Board - Ibero America. Giuliano will be representing IAB Europe alongside peers from 16 other associations on this Board.

Giuliano is currently CEO of Orange Advertising Network Americas. He is also Commercial Director for Orange Advertising Network in Europe where he oversees digital sales of Orange properties across web, mobile and IPTV. More...

In Chile, IAB Recommends Creation of Joint Industry Committee to Tackle Metrics Issues

IAB Chile is keen on pursuing the creation of a Joint Industry Committee (JIC) with the Asociacion Nacional de Avisadores (ANDA) and the Asociacion Chilena de Agencias de Publicidad (ACHAP). ANDA and ACHAP are the Advertiser and Agency associations of Chile, respectively.

The envisioned goals of the JIC are:
o To know and learn how to use the current metrics validated by IAB
o Define the metrics that advertisers need and that are not being released periodically or on clear standards
o Validate together, including ANDA and ACHAP, the vendors in order to continue the transparent and the responsible way that IAB Chile has worked since its beginning

This recommendation flowed from the proceedings of the “Measurement Digital Day” held at the Pontificia Universidad Católica de Chile on November 12, 2010. More...

In a recent development, IAB Chile has released a metrics manual of best practices. This manual is aimed at guaranteeing transparency in the digital industry.

"It's important to be fully clear about the commercial and management metrics for our sector and its stakeholders -media, advertisers and agencies-. Not only because each of them has different measuring needs, but also because data always have a risk of misinterpretation”, explains Yerka Yukich [pictured], CEO of IAB Chile. "We have to stress that the great value that have strengthen our association becomes from the constant delivery of solid figures, with common standards with comparative numbers." More...

In Brazil, comScore Receives Accreditation from the CENP

Continues to Expand Footprint in Brazilian Digital Market

São Paulo, Brazil April 18, 2011– comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today announced that it has received accreditation from the Conselho Executivo das Normas-Padrão (CENP) in Brazil. Upon the recommendation of the Special Commission on Media Research near the conclusion of 2010, the Executive Committee ratified comScore as an accredited institution and research provider in March 2011.

“We are pleased to receive accreditation from the CENP,” said Greg Dale [pictured], comScore’s Chief Operating Officer. “Brazil’s digital industry is rapidly evolving and access to reliable and validated audience metrics is important for its continued growth. comScore is committed to supporting this growth through providing innovative measurement solutions to the market based on a sound and accredited methodological approach.” More...

In US, Advertisers Increase Spending on Newer Media Platforms to Reach Multicultural Consumers

January 4, 2011 - New York, NY - To reach multicultural consumers, more than half (56 percent) of marketers are increasing their investments in newer media platforms, according to an ANA (Association of National Advertisers) member survey. Another 35 percent are holding their spending at the same level, while only nine percent are reducing their investments in newer media.

The Marketers' own website was noted most often (92 percent) as the newer media platform that enjoyed the highest usage in targeting multicultural consumers.

"Reaching audiences with targeted messages via different touch points is more important today than ever," said Bob Liodice, ANA President and CEO. "Particularly in targeting multicultural consumers, newer media platforms provide an effective way for meaningful engagement to occur." More...

comScore Introduces Online Video Measurement Service in Brazil, Mexico, Argentina, Chile and Spain

Santiago, Chile, November 30, 2010 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today announced the launch of comScore Video Metrix in Brazil, Mexico, Chile, Argentina and Spain as comScore continues to expand its video measurement footprint across the globe. comScore’s industry-leading video measurement product is now available for 16 individual markets, with additional countries becoming available in the near future.

“Online video viewing has become an essential part of the digital consumer experience in every corner of the globe,” said Alejandro Fosk [picture], comScore senior vice president for Latin America. “comScore Video Metrix offers publishers, advertisers and their agencies competitive intelligence into the online video viewing marketplace, providing important audience insights such as unique viewers, videos delivered and viewer engagement. With online video content evolving from a largely user-generated environment to more professionally-produced content, including network television programming, marketers have the opportunity to utilize this increasingly sophisticated platform to reach and engage consumers.” More...

In US, comScore releases study results on US Hispanic consumers

RESTON, VA, November 17, 2010 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released results of a study of U.S. Hispanic consumers, including insights into their online behavior and engagement with advertising. The study found that U.S. online Hispanic consumers’ sentiment towards, and response to, advertising often varies significantly from Non-Hispanic online consumers, providing critically important insights for brands looking to reach and engage this dynamic consumer segment.

“The U.S. Hispanic online marketplace is a fast growing and potentially lucrative sector that marketers cannot ignore,” said Josh Chasin [picture], comScore chief research officer. “Online Hispanics are younger and more acculturated than their offline counterparts and they are quite receptive to advertising when it is sufficiently engaging. What’s especially interesting is that engagement with advertising has more to do with narrative elements and storytelling than it does with actually running the advertisement in Spanish.” More...

TNS announces new regional CEO for Latin America

London – September 3, 2010 - TNS, the world’s largest custom research company, has appointed Ignacio Galceran as Regional CEO Latin America effective from 1 January 2011. Reporting to Chief Executive Pedro Ros, Ignacio joins TNS from Synovate where he has spent the past eight years of his career, most recently as CEO Iberia and Latin America.

A native of Argentina, Ignacio brings to TNS a wealth of market research experience gained with over 20 years in the industry and extensive knowledge of working with major multi-national clients through more than 18 years of being based in the US. Prior to joining Synovate, he worked for Roper ASW (now part of GFK) and holds a master's degree in Survey Research from the University of Connecticut. More...

Reports find technical divide among foreign- and U.S.-born Latinos

Tara Bahrampour writes for The Washington Post: Young Latinos born in the United States are far more likely to use text messages, social networking sites and other digital methods to communicate with their friends than their foreign-born parents or peers, according to two reports released Wednesday by the Pew Hispanic Center. More...

Reports:

Pew Hispanic Center/Kaiser Family Foundation National Survey Of Latinos

The Latino Digital Divide: The Native Born versus The Foreign Born

Gretchen Livingston, Senior Researcher, Pew Hispanic Center writes: Technology use among foreign-born Latinos continues to lag significantly behind that of their U.S.-born counterparts. The nativity differences are especially pronounced when it comes to internet use. While 85% of native-born Latinos ages 16 and older go online, only about half (51%) of foreign-born Latinos do so. When it comes to cell phones, 80% of native-born Latinos use one, compared with 72% of the foreign born. More...

IAB US Forms Multicultural Council & releases Latinos Online Research

NEW YORK, NY (May 24, 2010) – In order to support advertisers’ strategies to reach diverse consumer groups, the Interactive Advertising Bureau (IAB) today announced the formation of the IAB Multicultural Council. The IAB also released “U.S. Latinos Online: A Driving Force,” a comprehensive presentation that uses multiple data sources to describe the Hispanic online population, identify the trends and key dynamics in this increasingly important advertising target and provide a resource for communicating with Latino online audience segments.

The IAB Multicultural Council, which replaces the former IAB Hispanic Committee, will focus on key issues that impact marketing and advertising within the multicultural marketplace including Audience measurement and ensuring that all segments of the U.S. population, especially minorities are properly measured and accounted for in online media measurement. The Hispanic Committee represented the IAB US as Patronage Organisation of the I-COM Ibero-American Summit.

“The Multicultural Council will provide our industry with an important forum where we can work towards critical marketplace improvements. We also want to further our efforts in educating marketers and agencies to innovate and connect with this growing audience,” said Mark Lopez, Chief Operating Officer, Terra Networks, and Co-Chair of the IAB Multicultural Council. “The U.S. Latinos Online presentation is something we plan on updating quarterly so that it can be a resource for all industry stakeholders.”

“The IAB Multicultural Council and the Hispanic Research presentation will serve as an important forum for our advertising clients and partners to learn more about achieving maximum ROI in the Spanish-language market in an increasingly digital media environment,” said Borja Perez, Vice-President, Integrated Solutions And Digital Media, Telemundo.

More...